Shuman Farms will be shipping Vidalia sweet onions from southeast Georgia through late August and early September. “Despite a winter where we saw above-average rainfall, overall yields in the Vidalia industry are normal with variability on sizing,” said John Shuman, president and CEO. “Quality is very good.” Shuman said the 2021 crop lends itself very well to bag promotions throughout the spring and summer.
Shuman Farms, under its RealSweet brand, will bring to market over 2,200 acres of the industry’s total of approximately 10,000 acres, he said.
“Organic continues a focus for Shuman Farms as we continue to grow the category,” he said. “According to recent IRI data, organic produce sales grew more than 16% this year and we recognize how important this offering is to our customers.”
Marketing push
Merchandising Vidalia onions throughout the store is critical to maximize sales, he said.
“Shuman Farms offers full-color, high-graphic secondary display bins that can be easily placed not only in the produce department but also the meat department, offering customers the perfect add-on item to what they are already putting in their basket,” he said.
To extend sales opportunities and help consumers with their meal planning needs, Shuman said retailers can use secondary display units and other promotional materials throughout the store to drive that incremental items in the basket.
“We also offer an array of point-of-sale materials that tell customers more about RealSweet Vidalia onions, including our field-to-fork story, facts about Vidalia onions and growing region, and health benefits of Vidalia onions,” Shuman said.
“This year, we have partnered with several produce companies to drive cross-promotional opportunities and programs in the produce department.”
Produce for Kids
RealSweet will also be participating in several Produce for Kids retail campaigns this May and June, spreading the word about healthy eating with fresh fruits and vegetables while raising funds for local Feeding America food banks, Shuman said.
“In June, we will once again be offering RealSweet Vidalia onions in special bags supporting Feeding America. In the U.S., one in six children face hunger every day. We know that summer break, without school breakfasts and lunches, is a particular vulnerable time for those in need. Through the support of our Feeding America bags, Shuman Produce will provide 100,000 meals to families and will continue to work to spread awareness about childhood hunger.”
Packaging promise
Shuman said sustainable packaging is important to customers.
“We are seeing that trend become more mainstream year after year,” he said. “In 2020, we completed an overhaul of our packaging, improving the look, feel and sustainability of our bags. By using different netting and thinner film, we reduced plastic by 38% while maintaining the structural integrity of the packaging.”
Shuman said the goal of this initiative was to reduce plastic usage, educate consumers on the recyclability of onion packaging, and address shopper concerns about food waste in America. Like the rest of the RealSweet brand line of consumer bags, the redesigned organic packaging reduces shrink by design, allowing good airflow around the onions to keep them fresh, he said.
